대한항공 광고전략분석및 제안(영문레포트)

ers are highly loyal and low price-sensitive. They mainly concern the quality of the service and tend to use domestic airlines to avoid an inconvenience of transfer and to save time.
3. Brand positioning
- To make a comparison, the other big domestic competitor, Asiana Airline, appeals to emotions through comfortable, tender atmosphere. On the other hand, Korean Airline is aiming to improve customer satisfaction under the basic duties of Korean Airline by appealing with a perfection, quality, thoroughness, convenience.

- With a perfect and best image, Korean Airline strives to be distinguished among other competitors and they have a brand positioning effect to be in that image. This positioning condition is related to convenience factor, the goal which the airline should prioritize such as route, schedule, scale, alliance with other airlines, total service quality and so on. Also, in the current Korean Airline advertisement, they focus on this subject ‘Travel guide’ for young peo

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